Albert Watson | The Macallan Whiskey's Perfect-Pitch Branding Campaign

We stopped by NOWNESS just now with a greeting from The Macallan: The Perfect Shots, stunning platinum prints by Scottish image maker Albert Watson.  I’m not on top of the financials behind Macallan Scottish whiskey, but their branding strategy combines all the right Cultural Creatives values that appeal to Smart Sensuality women.

Conceived as a way to examine both the complex processes of whisky production and image-making, the first collection was shot in 2008 by Rankin, who told the tale of the estate itself. Watson (who was awarded the Royal Photographic Society’s Centenary Award this year) now traces the journey of The Macallan’s oak casks from the forests of northern Spain to Andalucia, where they are fired and seasoned with dry oloroso sherry before arriving at the Speyside distillery.

“I wanted to do something graphically solid and a bit more monumental—monumental in the sense of something heavy looking; they’re shot with a level of contrast and richness,” Watson explains. Thirty-six of these images will be available to accompany an equal number of bottles of The Macallan Fine and Rare 1946—the year Watson first met his future wife, Elizabeth.

Even romance and a lasting relationship enters the picture! The Macallan brand connects to its roots, rather than the gamorous lives of the people who drink its whiskey. The workers, the water, the craftsmanship of The Macallan is the art object, not Wall Street bankers elebrating their bonuses.

NOWNESS delivers a beautiful visual presentation of Albert Watson’s prints and also recipes from “the esteemed spirit mixologist Patsy Christie. Moving to The Macallan website, we read details of a new photographic competition.

Because I’m personally dedicated now to tracking the Macallan brand, I will feature the recipes in our up and coming recipe blog that’s part of our Sensual and Superyoung channel. The medically-established health benefits of drinking alcohol and its ‘libido effect’ in moderation justify our including the Macallan recipes.

We recently wrote about Macallan’s Sotheby auction of their The Macallan in the Lalique decanter, setting a world price record and raising $460,000 for clean-water charitywater.org.

This Macallan green and global citizen initiative is a perfect example of Smart Sensuality marketing.

In the last month, we’re exposing Macallan in GreenTracker, GivingTracker, StyleTracker, RoseTracker, and my business column ‘Dots’. That’s a lot of free publicity and quality writing around a branding strategy that deserves every kind word I can give them. Anne

‘The Macallan’ Whiskey Lalique Decanter Raises $460,000 for Water Charity.